IMPACT OF ADVERTISEMENT ON THE BRAND PREFERENCE TOWARDS AERATED DRINKS
Aerated drinks or carbonated drinks are drinks that have artificial flavors and sweeteners as its key ingredients but without any natural juice.
Indian viewers are fond of commercials. They watch the commercials along with their favorite film show or television serials. In India, it has been proven that soft drink advertisements are most effective in reaching target markets.
It has been noted that thru the medium of television, companies of aerated drinks are campaigning intensely to capture the most number of target markets. No cost is spared when it comes to marketing their products including employing well-known celebrities, film stars and cricket stars, to endorse their brands and generate sales. According to sources, more than twenty-five percent of the total expenditures of soft drink industry go to marketing and advertising schemes.
Research has shown that advertisements influence the consumer’s buying behavior. The more effective the advertisement, the more impact it has on the consumer. In India, television is the best medium to use to communicate with the customers. It is then followed by the Internet as a source of product information. The use of celebrity endorsers influences customers’ impression on a brand. The more famous and the more respected the endorser, the more impact it will have on the viewers. Along with celebrity endorsers, some recall factors are also needed for consumers to remember the products as themes, and punch lines,
The beverage industry of India is reported to be a little higher than two hundred million dollars. An estimated two hundred eighty-four million aerated crates composes the soft drink market which includes juices and carbonated beverages. It is equivalent to one billion dollars annually.
However, consumption is seasonal. Peak seasons consume around twenty-five million crates monthly while off-season brings consumption down to fifteen million crates monthly. Main consumers come from the urban areas with only twenty-five percent from provincial or rural communities. As in any other country, the companies Coca-cola and Pepsi dominate the soft drink industry.
More than half of the market for aerated drinks is dominated by cola products, with Coca-cola and Pepsi being the dominant soft drink producers. Based on a survey, more than ninety percent of soft drink consumers come from the lower and middle class families. The total soft drink market is computed to be in the area of Rs.5000 chores. It has a growth rate of not lesser than ten percent annually.
According to an industry source, soft drink production grew to 9,783 million bottles in an eight year period from the year 2000 to 2008 from the1999 count of 5,670 million bottles produced annually. In value terms, it is still expected to grow to fifteen percent.
Pepsi always targets to attract the youth of India through their advertisement campaigns and promotions. They choose young celebrity endorsers to be the face that represents emerging India. It conveys enjoyment, fun, and zest for living thereby manifesting a bold personality, childlike behavior and an outgoing trait. They see to it that their brands and products are aligned with other brands and products.
All products possess an image they want to convey to the buying public. A consumer will use the brand that matches his or her own personal image. The endorser tries to transfer his personality image to the product’s image. Advertisers believe that in doing so, their product will generate attention, familiarization, and recall, as well as create a higher level of appeal to the consumers.
The strength of any company is in its product, particularly its brand name. An approach to creativity mixed with effective persuasion highlights the exceptionality and distinctiveness of the product or brand being advertised thus increasing its effects on the consumer to buy the product.
It was also found out that to have an effective campaign, the theme of the advertisement should be applicable and important to the consumers. A commercial that is liked and enjoyed by the people carries with it a significant weight.
A study conducted by Unnava and Brunkrant found out that commercials that are executed repeatedly with the same executions improves name recall of brand names.
Singh and Cole’s study noted that commercials that run for thirty seconds and that deal with emotions significantly influence the viewers more than a fifteen second emotional advertisement. Likewise, they also noted that the same amount of influence is generated by a fifteen second and a thirty second commercial when it deals with the intellect.
Credit:ivythesis.typepad.com
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